WORKSHOP BREAKOUT SUMMARY 1

Table #1 Retail Moderator: Lexine Wong • Participants: Alison Biggers: SPE | Mary Goss Robino: SPE | Kazuki Iwamoto: Sony Corp. | Ravi Nookala: Sony Mobile David Raffone: Sony Electronics | Nassim Sarraf: Sony Electronics | Brian Sheehan: Sony Electronics Jack Talley: SPE

• The 3 Ideas – Retail Theater in Best Buy/Sony Direct – Super Ticket: Fan Bundle for Wal-Mart – Sneak Peak for Magnolia Stores/Sony Direct

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Retail Table Idea #1: Retail Theater

Overall concept: • Create exclusive in-store theater concepts that drive traffic, are press-worthy and increase sales across products. Bring an experiential element of “theatrical” into the stores. Halo effect for the movie and to neighboring retail. Executions: • Sony Direct (22 stores) – Announce: CES – “The Amazing Spider-Man experience is coming to Sony” – In-store: Possible Sony Superbowl events to use as launch == 3 day event/games/music/movies. Actual store executions March – May: • Leverage all in-store assets – create in-store theater with themed build out (e.g., Times Square scene with all the screens), sony.com, store bags, mall traffic • Offer Spider-Man branded Sony Solutions – bundles, offers with hero products. Show how Sony products are involved in movie making (e.g., online – Director talking about how to film the movie) • Best Buy (500 shop-in-shop, 1055 total stores) – Create a version of in-store theatre in 500 Sony shop-in-shop locations. – Create a scaled down version that can go chain-wide. “Good, Better, Best” executions. • Drive traffic and awareness through Best Buy channels (tab, web, reward zone, app, in-store • Create bundles and special offers to activate in-store • Utilize NCM to promote the experience Next Steps: • Set working teams on 1) Sony Direct and 2) Best Buy to develop ideas, budget and, for Best Buy, work with 3 account

Retail Table Idea #2: Super Ticket Overall concept: • Create the ultimate fan bundle to sell at Walmart stores Execution: • Product (possible inclusions) – Movie ticket – Poster – Exclusive Movie Content (VUDU integration) – Pre-purchase of DVD/BD/EST combo – ASM1 – Trial membership to PSN – Mobile Apps – Marvel Content • Merchandising • Prime positioning in pallet • Promoted on shrouds, .com, social, in-store TV, press Next Steps: • Determine One Sony inclusion in overall Walmart program including Super Ticket sku AND in-store merchandising and marketing program. • ASM2 meetings at Walmart set for week of October 8

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Retail Table Idea #3: Sneak Peek Overall concept • Sneak peek of ASM2 footage at retail: 1 st 5-8 minutes of film. 2-6 weeks prior to opening Objective: • Create a fan frenzy to see ASM2 • Lines around the block of fans camping out to see the sneak peek • Press stories Execution: • Magnolia Stores (300 Magnolia Home Theater, 80 Design Centers) – Create a Reward Zone program that invites VIPs to an after hours SONY shopping event and exclusive preview of film • Market program extensively through local outlets • Need to work to promote offer nationally in all Best Buy stores and marketing materials • Sony Direct – Sneak of film – Promotional items – Bundle offers with hardware/software – movie cash offer or opportunity to buy tickets Next Steps: • Set working teams on 1) Sony Direct and 2) Best Buy to develop ideas, budget and, for Best Buy/Magnolia, work 5 with account

Table #2 Mobile Moderator: Calum MacDougall • Participants: Grace Chen: Sony Electronics | Michael Fisk: SPE | David Jacobs: Sony Electronics Hiroaki Kobayashi: Sony Mobile | Rajiv Rainier: Sony Electronics | Ryota Suzuki: Sony Corp. Ziad Toubassy: SPE | Jim Underwood: SPE

• The 3 Ideas – Create an exclusive offer for Mobile Carriers – Create a Spider-Man experience for the Info-Eye App – Seed exclusive ASM Smartwear 6

Mobile Table Idea #1: Create an exclusive offer for Mobile Carriers Overall concept: • Create a dedicated proposition to carriers to distribute and promote exclusively during theatrical window. Executions: • Use of ASM imagery in all promotional campaigns (ATL, retail) & impactful AR at retail • Exclusive Content: Movie Package of previous Spider-Man movies, inclusion of Spider-Man in AR effects in Smart social camera, preload of 4K trailer and promotional games. • Accessories: Red Smartwear by Sony Smartband Next Steps: • Fully define proposition by week 42 for internal Sony Mobile sharing with customer units & to make next RFP cycle. • Sony Mobile to progress product ( lead Herve Baurez), SPE to define rights on content (lead Jim Underwood/Pete Wood) & IP (lead Ziad Toubassy). 7

Mobile Table Idea #2: Create a Spider-Man experience for the InfoEye App Overall concept: • Using Info-Eye App to integrate into Spider-Man App. Execution: • Add AR effects onto monuments and give directions/information for latest ASM2 screenings • Create media & PR buzz around ASM2 with unique activation and drive traffic to theaters with an exclusive smartphone activation • Enhance exculsive carrier proposition with unique functionality Next Steps: • Feasibility to be confirmed by info-eye Sony Mobile engineers (lead Herve Baurez) • SPE to define rights feasibility rights feasibility (lead Ziad Toubassy) 8

Mobile Table Idea #3: Seed exclusive ASM Smartwear Overall concept • Create new user experiences with smartwear connected to your Xperia and leverage a key strategic product line for SOMC Objective: • Drive visibility around a new product category for Sony & take an early adopter product into the mainstream. • Create talkability and innovation around the smartband as incentive to drive traffic to theaters. Execution: • The first product, smartband will be announced at CES and available mid-March. • As part of a wider seeding program, proposal to create an exclusive Spider-Man smartband worn by talent in promo appearances and as an incentive/give-away for movie goers –

(e.g. Pre-book tickets for opening weekend and get exclusive Spider-Man smartwear band)

Next Steps: • Feasibility to be confirmed by SOMC smartwear planners (lead Herve Baurez) • SPE to define rights feasibility (lead Ziad Toubassy)

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Table #3 Digital Moderator: Dwight Caines • Participants: Eric Berger: SPE TV | Gina Campbell: SPE | Vaida Kentraite: Sony Mobile | John Koller: SCE| Kichiro Kurozumi: Sony Mobile | Eric Lempel: SNE |Minshik Roh: Sony Mobile| Jason Spivak: SPHE| Kenichi Yamamura: Sony Corp| Thaisa Yamamura: Sony Corp

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The 3 Ideas – Create the ASM2 ‘Social Responsibility’ campaign using Crackle and PlayStation – PlayStation ‘Bid for Greatness’ – Online trailer launch across all Sony platforms 10

Digital Table Idea #1: The ASM2 ‘Social Responsibility’ campaign Overall concept • Create the Amazing Spider-Man 2 ‘Social Responsibility’ campaign using Crackle and PlayStation – Spiderman is one of the most accessible characters in comic books and movies because he is an ordinary person with extraordinary powers granted to him Execution • Leveraging the theme, With Great Power Comes Great Responsibility, we will look to integrate the following Sony initiatives into the Spider-Man campaign. This could be as simple as a "powered by" or "presented by" association or a deep content integration. – Crackle’s Play It Forward, a series featuring spontaneous street performances by superstar artists around the U.S. to raise support for music education in public schools. Look for ways to integrate ASM2 and potentially, soundtrack artists – PlayStation’s Gaming For Good, an initiative in which talent play games for the benefit of charity. Perhaps ASM2 talent might participate in this program. Currently scheduled for US and Canada with LATAM to follow. 11

Digital Table Idea #2: PlayStation ‘Bid for Greatness’ Overall concept • An initiative in which gamers bid their virtual trophies and awards in exchange for real world items. Execution • Identify a series of ASM movie props and paraphernalia that gamers can bid on. • Perhaps at random, the winning bidders also get a meet and greet with talent to receive their merchandise • https://www.bidforgreatness.com/

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Digital Table Idea #3: Online trailer launch across all Sony Platforms Overall Concept: Proposed online trailer launch for The Amazing Spider-Man 2 Teaser Trailer •

Trailer launches across: • – The Amazing Spider-Man official movie sites & social pages – Sony Pictures official sites & social pages – Sony Pictures YouTube – Sony.com – MySPE – Crackle (official site, social pages, app, & Kalixta) – PlayStation (official site/blog & social pages) – Sony Electronics Social Pages (SEL) – Sony Mobile Social Pages – Sony Select (30MM mobile devices / 6MM Vaios) – Sony Entertainment Network (official sites & social pages) – SPTI Network Sites – Sony Style Stores – Connected Bravia TVs – Times Square Billboard

International Sony TV Networks (:10 sec bumper that points to an online destination) – AXN – Animax – Sony Entertainment TV – Sony Movie Channel – Spin – Game Show Network

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Digital Table Idea #3: Online trailer launch across all Sony Platforms Execution Timeline October 12 : Trailer creative is locked and localization process begins for 20+ languages Week of Tuesday, November 12 • Trailer is sent out via satellite (TBD time) • At the same time, trailer distributed widely online (including Yahoo, AOL, MSN, Apple iTunes, etc) • International Territories launch with local online partner(s) & Sony social pages Friday, November 15 • Trailer launches with release of the new PlayStation 4 • On TV screens across 7K retail stores (Walmart, Target, Best Buy) • In PS4 device, offering trailer download with exclusive gaming component (TBD)

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Table #4 Key Events Moderator: Sachiko Kambe • Participants: Herve Baurez: Sony Mobile | Matt Brown : SPE | Nigel Clark: SPE | Timothy Hernquist: Sony Mobile Tommy Ishida: Sony Electronics | Sheraton Kalouria : SPE | David Kaminow: SPE | Jamie Kramer: SPE Hannah Minghella : SPE | Amy Pascal: SPE | Hiroko Saito: Sony Corp.

• The 3 Ideas – CES: Jan. 7-10, 2014—Las Vegas – Mobile World Congress: Feb. 24-27, 2014—Barcelona – Earth Hour: March 29, 2014—Shibuya, Japan • Bonus Idea

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Key Events Table Idea #1: CES Jan. 7-10, 2014—Las Vegas

Overall Concept: •CES is the perfect launch pad to kick off One Sony/ASM2 activities •Activation can be a part of Kaz Hirai’s Keynote Speech, Press Event or part of content shown at the booth •Showcase Amazing Spider-Man 2 content under the ‘Be Moved’ platform. Need to reconcile a way to work with the ‘Play’ theme. •Build excitement and drive traffic to view the ASM2 trailer when it debuts on Superbowl Sunday, February 2 Execution: •The 4k ecosystem: Showcase exclusive 4K ASM2 footage at Keynote, Booth Press Event (Horizon video) and devices at the booth •The UX experience: ASM2 content across all devices •Create a Peter Parker Facebook page and have him report his CES experience from Peter Parker’s eyes using “Social Live” (mobile). Next Steps: •Great news on 4K is that the footage has been scanned to 4K already. Therefore, need to confirm: – If Sony Corp is interested in the above – If so, determine which scenes would work best to showcase 4K •Determine the best mechanic to incorporate Superbowl spot messaging •Determine Peter Parker FB page feasibility •Determine how to integrate into overall CES messaging

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Key Events Table Idea #2: Mobile World Congress February 24 – 27, 2014 in Barcelona Overall Concept: •Continue ASM2 4K story from CES •the i-2 will be announced at MWC which will mainly highlight 4K capture with camera and 4K output to 4KTV Execution: •Use ASM2 4K footage to showcase i-2 capabilities •Continue to have Peter Parker use ‘Social Live’ livestream app to report from MWC •Create tokens for the wearable products that allow customers to unlock special ASM2 content Next Steps: •Confirm that Sony Mobile is interested in the above •Determine how to integrate ASM2 to overall messaging •Determine Peter Parker FB page feasibility •Find out other areas where ASM2 can have a presence •Come up with unique bundling ideas as well as consumer offers to use as sell in to retail/carriers 17

Key Events Table Idea #3: Earth Hour March 29, 2014—Shibuya, Japan Overall Concept: •Saturday March 29, 2014 from 8.30 – 9.30pm •Worldwide event organized by the WWF to raise awareness about the need to take action on climate change by encouraging households and businesses to conserve energy by unplugging. Execution: •Use Spider-Man/ Peter Parker’s message of ‘With Great Power Comes Great Responsibility’ to underpin the eco-friendly theme of Earth Hour •Create a countdown leading up to the event •Create PSA in which Spider-Man encourages kids to turn off their devices for Earth Hour •Potential partnership with Google and Facebook Next steps: •Upon checking with Susan van der Werff who is spearheading this initiative, they are already in discussions with the WWF with similar ideas. Therefore, once this campaign is finalized, the team should regroup to come up with how Sony as a whole can support Earth Hour activities globally.

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Key Events Table Bonus Idea: Times Square/Premiere April 2014—New York

Overall Concept: •Held in early April prior to European premieres and releases •Red Carpet at Times Square

Execution: •For NYC Premiere to be held at AMC Empire 25 in Times Square (25 screens) PLUS •(Similar to ASM3)Borough wide screening in NYC, simultaneously screened – ‘the people’s premiere’ •Expand this activity to the Top 5 Markets which will simultaneously hold local premieres •Guinness record for the world’s biggest premiere •Participation from Sony Stores to promote and eventize local premieres •Premiere ticket giveaways to Sony dealers and retailers to increase awareness, sweepstake prizes etc Next Steps: •Check with Publicity and Exhibitor Relations to determine feasibility

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Table #5 US Strategy Moderator: Kerri Fox-Metoyer • Participants: Doug Belgrad: SPE | David Bishop: SPHE | Jeff Blake: SPE | Rory Bruer: SPE | Jamey Gottlieb: SEL Nancy Kim: SNE | Ryan Maloney: SCE | Phil Molyneux: SEL | Marty Ohno: Sony Corp Yoshi Takahashi: SEL

• The 3 Ideas – Establish a One Sony Strategic Timeline – One Sony ‘Corporate Buy Out’ screenings – Co-develop the proposed Sony Best Buy shop-in-shop • Bonus Idea

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US Strategy Table Idea #1: Create a One Sony Strategic Timeline Overall concept • Develop an ASM2 One Sony Strategic Timeline to capture all business unit activities and potential opportunities to drive maximum synergy across the company Execution – Identify a central owner of the timeline – (George Leon’s team) – Identify a feeder in each business unit to communicate information to the timeline owner • SEL – Kerri Fox-Metoyer • PlayStation – Ryan Maloney/John Koller • STV – Sheraton Kalouria • SPHE – Lexine Wong • Mobile – Calum MacDougall • Network Group – Nancy Kim • SPE – George Leon 21

US Strategy Table Idea #2: One Sony ‘Corporate Buy Out’ screenings Overall concept •

One Sony “Corporate Buy Out” for The Amazing Spider-Man 2 screenings

Execution • •

Original suggested window was 2 days before US release – Re: Rory, we may be able to go as early as Monday as the movie will have already opened in other territories. This would allow all business units to have a payoff for activities built for their business such as i. ii. iii. iv. •

Reward customers for buying products Rewards social fans for sharing a piece of content such as a trailer Contest winners Retail associates/internal sales Corporate buy out screenings would allow Sony to utilize the opportunity to pre-roll other One Sony video pieces, demo products on site etc. 22

US Strategy Table Idea #3: Sony Best Buy shop-in-shop Overall concept •

Co-develop the proposed Sony /Best Buy shop-in-shop

Execution •

Co-Develop our corporate support for the potential Best Buy/Sony space with unique ASM2 features, content, events. – Build an experience – Drive traffic to the space with ideas such as appointment viewing of exclusive content

Bonus Idea: Overall concept •

Need to support the ASM2 Super Bowl spot with a “tease to watch” plan AND an end card to drive to watch more (Playstation Network?) 23